Safavieh Creative Director Darioush Yaraghi

Tell us about Safavieh and your journey with the brand. How has your background shaped your vision for Safavieh today?

Safavieh is a leading brand of quality home furnishings – from rugs to furniture to home accessories. The brand began as a supplier of antique and finely woven Oriental rugs to leading interior designers, but over the past century Safavieh has evolved into a total home source, leading the charge on current trends for both inside and outside the home.

I have been fortunate enough to be a part of the brand since I was a child. Safavieh is a family-owned business that has been in my family for four generations. I spent my early days at our historic Flatiron location, witnessing the day-to-day operations and learning every detail of artisanal design, heritage and quality. With this foundation, I was inspired to shape Safavieh’s legacy by blending this tradition with contemporary flair for the modern-day consumer.

As a brand steeped in heritage, how do you continue to keep Safavieh fresh and modern?

Finding the balance between honoring Safavieh’s legacy as a storied brick-and-mortar retailer in NYC and spearheading the evolution of the brand in the digital age has been one of the most exciting challenges as creative director. One throughline between the past and present is our quality and artisanal craftsmanship along with our customer-centric approach – those are pillars of Safavieh that will never change. With that foundation, I look to innovate the brand in digitally-focused ways to expand our global footprint and redefine luxury retail.

Where do you look for inspiration?

I am continuously inspired by my surroundings in New York City. The West Village’s vibrant community and cultural tapestry fuel my creativity which I’m then able to channel into design. I also frequent NYC’s numerous cultural institutions, my favorite being the Whitney Museum.

What accomplishment are you most proud of during your time at Safavieh?

I am most proud of preserving Safavieh’s commitment to quality while also evolving our brand in this digital age. We are uniquely positioned to offer the largest selection of rugs and furniture in NYC without sacrificing quality. We partner with renowned North American and Italian brands that are celebrated for their craftsmanship as well as offering our own proprietary designs. Our portfolio speaks to even the most discerning homeowner’s taste and curating this elevated retail experience is something I am so proud to be a part of.

What trends are you excited about for this fall?

I am excited to incorporate pops of earthy accent tones like rust, mustard and olive green. Whether it’s a throw pillow or an accent chair, these colors give a warm and cozy feel to any space and are natural tones that will stand the test of time.

What does the future of Safavieh look like?

Safavieh has been a staple in home furnishings for 110 years and we will continue to innovate while still offering the bespoke, quality designs that our customers know and love. Our customer-centric approach will never waver, but the way we serve our customers might as we constantly evolve our strategy to meet our consumers needs. The best is yet to come!